These additions mark a significant milestone in The Health Factory’s mission to promote healthier dietary choices. Maida, a refined form of wheat flour often found in processed foods, has long been criticized for its adverse health effects. By providing maida-free alternatives, The Health Factory aims to help consumers achieve their wellness goals while enjoying their favorite foods guilt-free.

Commenting on the occasion, Vinay Maheshwari, CEO, said, “At The Health Factory, we have been aggressively expanding our manifesto, portfolio, and operations this fiscal based on our research market and the demand of zero maida products and other baked goods. Based on this, we decided to expand the Zero Maida Range to match the changing demand of new-age consumers. With our new range of healthy products, we will be catering to the needs of every age group.”

He added that the company expects 2x revenue growth after the introduction of the new SKUs. “Th new products are expected to contribute up to 15% of the overall revenue. We are aggressively marketing these products.”

In addition to being maida-free, The Health Factory’s new products are free of artificial additives, preservatives, and trans fats, making them an ideal choice for individuals seeking clean label options. By harnessing the power of natural ingredients and innovative food technologies, The Health Factory continues to redefine the landscape of healthy, guilt-free eating.

The Health Factory’s new Zero Maida products are now available on Blinkit, Swiggy Instamart, Zepto in Mumbai, Pune, Delhi NCR, Bangalore, Chennai and Hyderabad across general and modern trade stores.

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Currently, milk alternatives sold in India are required to be labeled with the disclaimer “This is not dairy”, and the use of any dairy terms on their packaging is banned. Speaking at the Plant Based Foods Summit in New Delhi on May 21, Sanjay Sethi, Executive Director, PBFIA, urged the Food Safety and Standards Authority of India (FSSAI) to reconsider. This would not be unprecedented; in the US, the FDA released draft guidance last year stating that milk alternatives can be called “milk”, in recognition of the fact that this terminology is commonly used by consumers and the vast majority is not confused by it.

Additionally, Sethi called on the FSSAI to engage with the plant-based industry in order to support innovation, particularly for startups that are attempting to compete with large corporations. He suggested that “Plant Protein Cluster” centers should be established across various states, enabling collaboration between startups, the government, and other organizations in the plant-based industry.

FSSAI CEO G Kamala Vardhana Rao also spoke at the event, stating the importance of increasing public awareness of the plant-based industry. He expressed support for the idea of Plant Protein Clusters, and praised the work of the PBFIA and the wider industry.

Earlier this year, a prominent Indian chef reported that plant-based food would be one of the most significant fine dining trends in 2024, as Indians increasingly embrace meatless diets. Veganuary India also stated in December that it was expecting record participation in 2024, after a survey revealed that 59% of Indians were likely to consider a vegan diet in the near future.

Last year, PBFIA published a report indicating that there had been a noticeable increase in plant-based eating in India, with meat and dairy alternatives becoming increasingly available and affordable. However, the organization noted that there are still barriers to widespread adoption, such as higher prices than traditional foods and a lack of infrastructure and supply chains.

“The plant-based foods industry has reached a pivotal moment, standing at a crossroads of tremendous opportunity and responsibility,” said Sethi in 2023. “We must navigate this path with integrity, innovation, and a steadfast commitment to creating a better food system for both the planet and the people.”

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